Lina Söderqvist

Managing Director & Other Stories

Lina Söderqvist is the Managing Director of & Other Stories, which she joined in 2022. Based in Stockholm, she leads the brand’s global strategy, creative direction, commercial performance, and customer offering. Her leadership centres on combining a distinctive creative identity with deep customer insight to guide the brand’s growth across international markets.

With more than two decades of experience across fashion retail and the advertising sector, Lina brings a rare blend of creative perspective and commercial discipline. She began her career in creative agencies, shaping brand storytelling, marketing strategy, and communication frameworks, expertise she later paired with hands-on leadership roles within Swedish retail. This dual background continues to inform her approach at & Other Stories, a brand built on expressive design and modern femininity.

Before joining & Other Stories, Lina served as CEO of Bare Collective and previously led Brothers as CEO. Her earlier career includes senior roles at Åhléns and Björn Borg, where she worked across brand strategy, customer marketing, digital development, store concept, and communications.

She holds an MBA in Marketing and a BA in International Business Administration from the School of Business, Economics and Law at the University of Gothenburg. Lina has been recognised as Sweden’s Best Marketing Leader for her ability to unite creativity, insight, and commercial growth.